The accusations could be called reverse greenwashing, as they involve allegedly false or misleading statements not about environmental benefits, but about the negative environmental impact of plastic products.

ChicoBag recently responded, at least in the court of public opinion.

In a press release entitled “Bag Wars: Plastic Bag Giants Sue Reusable Bag Entrepreneur for Loss of Sales (Environmental Community Outraged),” ChicoBag addresses the plastic bag makers’ accusations head on and suggests the suit should be viewed as part of the plastics industry’s strategy of silencing the competition.

The crux of the plastic bag makers’ complaint (Hilex_Complaint) is that ChicoBag has made a number of false or deceptive claims about the consumption, recycling, and negative environmental impact of plastic bags and has falsely indicated that the claims are substantiated.

However, according to the press release, the statements at issue were made by third party sources such as the Environmental Protection Agency, National Geographic, and the Los Angeles Times, and simply repeated by ChicoBag, with attribution, on its web site.

Moreover, Andy Keller, the inventor of ChicoBag and the company’s president, told me that the plastic bag makers’ complaint actually altered the wording of some of the statements.

In particular, while some of the statements actually relate to the environmental impact of plastic products generally, the plastic bag makers inserted the word “bags” into the statements with the result that the complaint falsely presents them as claims about plastic bags.

The press release also notes that litigation is a favored tactic by plastic bag manufacturers and their coalitions and associations such as the Save the Plastic Bag Coalition, which has filed suits against the communities of Marin County, Palo Alto, Manhattan Beach, and Los Angeles County.

According to Keller, “Plastic bag manufacturers and their ‘non-profit’ associations, along with their trade association, the American Chemistry Council, have spent millions of dollars trying to persuade voters and elected officials to vote against single-use bag legislation.”

With respect to the current lawsuit, Keller doesn’t think it is really about the facts. Instead, he said, “I believe it is simply a way for the industry to squash the competition and scare all of us into silence.”